When Health Management Associates acquired Bayfront Health in St. Petersburg, it already owned six community hospitals along Florida’s Gulf Coast. The opportunity was to bring all seven facilities together under one unified brand, a regional system with the combined resources to serve patients across a 140-mile stretch of the Gulf Coast.

On an accelerated schedule, I led the brand development across a coordinated team of agency partners, building out the full identity system: logo, brand voice, signage, print, outdoor, and broadcast. The goal was to make the consolidation feel like an upgrade for patients, not just a corporate reorganization. The result was a brand confident enough to anchor a regional system, flexible enough to work across seven distinct facilities, and clear enough to communicate a simple promise: more resources, closer to home.

Portions of this work were done in partnership with The Beber Silverstein Group.